Generative AI models have been around since the 1950s, but it’s only in recent years that their application in marketing has gained significant attention and media coverage.
The impressive capabilities of generative AI, especially in content generation, have generated excitement within the industry. However, the bigger question that arises is: How can generative AI be used and governed responsibly?
With years of experience incorporating AI and analytics into customer and marketing analytics use cases, SAS is well-equipped to assist customers in integrating generative AI technologies with our MarTech solution, SAS® Customer Intelligence 360. We have developed assistants that leverage generative AI integrations to enhance marketers’ creativity and efficiency throughout the entire customer engagement life cycle, including planning campaigns, generating creatives, segmenting audiences, and more.
These assistants are powered by a flexible, custom integration with generative AI and large language model (LLM) providers. Customers have the freedom to choose and bring their preferred models and generative AI providers, configure the integration(s) as needed, and utilize the desired capabilities and generative AI providers within the SAS Customer Intelligence 360 solution.
Let’s delve into some features and benefits of the SAS Customer Intelligence 360 AI-powered assistants.
Craft content with a marketing resource management assistant
Interacting with a customer’s selected LLM to gain insights into consumer behavior and market trends, the marketing resource management (MRM) assistant seamlessly integrates into the marketing resource management capabilities of SAS Customer Intelligence 360. This assistant allows customers to leverage an LLM’s exceptional abilities to brainstorm customer audiences and journeys, navigate complex marketing strategies, create compelling and channel-specific creatives, and effortlessly draft engaging content tailored to various platforms.
What sets the MRM assistant and integration apart is its ability to support customizable tone and writing styles, ensuring consistent brand voice across channels. Additionally, its translation capabilities help users overcome language barriers and expand their reach.
Create a variety of engaging content
Integrated into the email features of SAS Customer Intelligence 360, the writing assistant utilizes a customer’s chosen LLM to simplify the process of crafting persuasive and hyper-personalized emails. This assistant enables customers to utilize LLMs to promote specific assets like products, blog posts, videos, and web pages. By summarizing the essence of these assets and extracting key facts, the writing assistant ensures that email recipients are captivated from the start.
What makes the writing assistant unique is its access to a vast knowledge base where marketers can upload relevant marketing materials specific to their brand. This assistant leverages this information to infuse emails with the organization’s distinctive voice, blending brand-specific content into email compositions for a consistent and compelling brand image.
Coming soon: Intelligent assistants for audience creation, content suggestion, and tailored experiences
Intelligent Assistants are designed to expedite domain-specific workflows and processes within the solution. Soon, users will be able to create audiences based on prompts that deliver specific attributes to the user. Our Audience Assistant can analyze audience sources, mitigate bias through follow-up questions, and activate audiences upon approval. Other assistants can provide content recommendations such as alternative subject lines for e-mail A/B testing. Our vision is to implement Intelligent Assistants that streamline workflows and enhance productivity.
The possibilities of data exploration are endless
The integrated segmentation assistant empowers marketers with effortless data exploration and segmentation capabilities. Say goodbye to complex query languages and welcome natural language conversation as you interact with the assistant to explore the SAS Customer Intelligence 360 unified data model (UDM).
The assistant’s strength lies in its ability to understand and respond to queries in a conversational manner using the selected LLM. Simply ask questions about your data, and the assistant provides valuable insights, facilitating easy navigation of data and supporting data governance and privacy processes.
This assistant also enables marketers to effortlessly build audiences in SAS Customer Intelligence 360 by defining criteria in plain, natural language.
Using AI responsibly
While the emergence of generative AI capabilities in marketing is exciting, the importance of responsible and ethical use of this technology cannot be understated. The custom integration assistants offer brands flexibility in engaging generative AI for marketing content creation, with the responsibility for privacy, compliance, and ethical use lying with the individual customer or brand.
These assistants aim to collaborate with customers, enabling them to explore the full potential of generative AI technology through integration with their chosen LLM, while ensuring safe and effective implementation.
The integration of AI-powered assistants within SAS Customer Intelligence 360 represents a significant advancement in marketing technology. These assistants provide marketers with new tools to enhance creativity, efficiency, and decision-making throughout the customer engagement journey while upholding ethical practices.
Experience the power of responsible AI integration and witness the remarkable results it can bring to marketers, all while maintaining control and ethical standards.
Join us on an exciting journey into the realm of AI-powered marketing assistants and discover how SAS Customer Intelligence 360 is transforming the marketing landscape for the benefit of all.
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